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Scoop.it!
Although it has a 3-D-printed midsole, UA's Architech still shows how far away we are from customizable footwear for all. 
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Scoop.it!
In the competition to bring 3D-printed athletic shoes to the general consumer market, Under Armour sprinted ahead to win the first heat. But for the sneaker industry, this will be a marathon, not a sprint.
ELSE.Corp's insight:
"Autodesk's Within software was used to generatively design the lattice midsole, which required 3D printing to produce, as it couldn't be made using traditional manufacturing techniques."
All signs pointing to Hybrid shoes as the way forward! E.L.S.E. is working to make it the norm!
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Companies like Under Armour don't expect 3-D printing to make consumer footwear cheaper. In fact, the opposite is probably true: 3-D printing will likely open up whole new avenues for footwear companies to profit.
"I don't think we see 3-D printing as lowering the cost [of footwear], so much as changing the financial model," Lindgren says. After all, wouldn't you pay more for a pair of sneakers as custom-tailored to you as a pair of Nikes are to LeBron James?